Custom Conversion Tracking in Google Analytics refers to tracking user actions uniquely defined by you and not standard conversions provided by Google Analytics. These custom conversions allow you to measure specific user interactions with your website or app critical to your business objectives. Here's a more detailed look at what it involves:
1. Definition of Custom Conversions: You can define a custom conversion (or goal) based on specific criteria like visiting a particular page, spending a certain amount of time on the website, or completing a specific action like submitting a form.
2. Setting Up Goals: You set up these custom conversions in Google Analytics by creating 'Goals.' You can choose from different types of goals, such as destination goals (visiting a specific URL), duration goals (spending a certain amount of time on the site), event goals (specific actions like clicks or form submissions), and pages/screens per session goals.
3. Event Tracking: You can use Event Tracking for more complex interactions. This involves tagging some aspects of your website or app (like buttons, links, or forms) to record when users interact with these elements.
4. Conversion Value: You can also assign monetary values to conversions, which is especially useful for understanding the ROI of your marketing campaigns.
5. Segmentation and Analysis: Once set up, you can analyze these custom conversions by different segments, such as traffic sources, geographic location, user behavior, and more. This analysis helps understand which segments are performing well and which need improvement.
6. Integration with Marketing Campaigns: Custom conversion data can be used to assess the effectiveness of marketing campaigns, optimize ad spend, and make data-driven decisions.
7. Reporting and Insights: You can create custom reports in Google Analytics to monitor these conversions and gain insights into user behavior and conversion paths.
Custom Conversion Tracking leads to more informed decision-making and more effective optimization of online strategies.